We recently looked at how engaging with the media and media training can bring real benefits to a B2B organisation. So let’s assume that a call has come from a radio or TV station requesting an interview about a new or existing product you sell – and you’re the one earmarked to do it. Well, aside from talking to a certain provider of B2B PR services in the Manchester area (that’s us by the way) there are a number of things to consider.
Firstly, are you genuinely the right person to do the interview? If there’s someone better placed to do the talking, don’t be afraid to pass the responsibility over to them. Job title does not always determine the best outcome – it’s important that the spokesperson is understands the audience, has the right viewpoint and is good at articulating it.
If you are going to do it, do some preparation. You need to work out who the audience is going to be. Make sure the journalist, researcher or your PR person has given you a flavour of how your interview will appear. For example, is there a wider story that’s linked to what you’ll be saying or are you likely to be appearing alongside someone else?
Once you’ve figured that out, you might be tempted to type out a long set of notes including an array of figures as to how the product has performed percentage-wise over the last four-and-a-bit years, a reminder to reference seven different companies with whom you’ve got a productive relationship and 15 bullet points about the advantages your product brings.
Don’t. Work out what your three key messages are and focus on them. Avoid too many notes. You’d start to sound dull if you began to read from notes during a presentation and you’ll be tempted to do the same in the interview with similar results.
Lastly, try to keep things simple and remember your audience. Not all of them will be experts and the majority will know nothing about what your company does. You obviously want to change that but whatever you do make sure it’s in a good way.